It’s official. Avatar is now the 2nd highest grossing film worldwide of all time. Disney rereleasing Avengers: Endgame into theaters after realizing just how close they were to beating Avatar paid off. Sure, the Fox deal means Disney owns both films but buying a record isn’t the same as earning one.
Some people criticized Disney for putting Endgame back in theaters as it was obvious why they were doing it. Then again, these probably weren’t MCU fans to begin with. In fact, they more than likely would’ve been first in line to mock Disney if they had failed.
Detractors aside, this writer believes it was the right call to go after Avatar. Records would never get broken if people took their foot off the gas so close to the finish line. Disney didn’t and now Endgame is at the top of the all time box office.
“Well, it took ten years and twenty-two films to do it”. You’ve all heard this and that’s why we’re here.
People are saying this as if it should disqualify Endgame’s success. It couldn’t have reached the top spot without the three Phases. This is absolutely correct. But that doesn’t disqualify anything. It doesn’t stamp an asterisk next to the nearly $3B worldwide. People throw this around as if what Marvel Studios accomplished was easy. Twenty-two movies in ten years? The only other property to do this is the 007 franchises and that was over fifty years.
To anyone trying to dismiss this historic accomplishment, here are a few things to consider…
AVATAR WAS AN ANOMALY
Avatar was a once in a lifetime film that had a lot of things work in its favor. James Cameron’s name attached to it for starters. Groundbreaking technology. And Sam Worthington was the hottest thing going at the time. Seriously, Worthington’s name was even popping up on fan cast lists everywhere. But its biggest advantage was 1.) It was in theaters for eight months and 2.) It was released in December.
Eight months in theaters. Your average film has a run of typically four months before it’s pulled and prepared for digital and home release. Former box office champ Titanic was in theaters for ten months.
And the December release positioned Avatar for a long run at the number one spot. Things were different in 2009. Studios didn’t release top notch movies in the winter or spring. January through May were dead zones where studios dumped films, especially January. That meant Avatar had zero competition. Nearly two months all to itself while studios opened movies like Daybreakers, the Spy Next Door, and Tooth Fairy against it.
It didn’t give up the top spot until Valentine’s season but not by much. It stayed in the top five with the likes of Valentine’s Day, Brooklyn’s Finest, Shutter Island and Percy Jackson & the Olympians. Here’s a tidbit - the visual effects heavy Percy Jackson opened above Avatar then lost its spot to it the following weekend.
How did Avatar stick around so long? It was a groundbreaking, visually stunning movie. That was its appeal, it’s 3D technology. Something audiences had never seen before. If it were filmed 2D, completely live action, with practical effects, shot on location, this wouldn’t be discussion.
FRANCHISES ARE HARD
It’s difficult enough to start a single franchise. A cinematic universe? That’s virtually impossible. Just ask Sony (The Amazing Spider-Man Universe), Warner Bros. (DCEU) and Universal (Dark Universe). How many intended trilogies have crashed and burned after only their first film since
Iron Man in 2008? And remember when Lionsgate revealed their
Power Rangers reboot would span six films?
Studios are always looking for franchises because franchises = sequels and spinoffs. Just as Avatar was an anomaly, so is the MCU. A series of films, set in the same universe spanning twenty-two films. TWENTY-TWO!!?? Paramount’s Transformers and Fox’s X-Men burned out after five and eight respectively. (One could argue those franchises were nearing their end before their latest entries.)
What Marvel has pulled off is nothing short of remarkable. Many have tried to duplicate their success and failed. They not only told a ten year story over twenty-two movies but got audiences to come back for every chapter. That means people cared. They got us to care about what happened to these characters. No, they didn’t get everything right. Yes, they produced some duds along the way but audiences were willing to overlook Marvel’s mistakes in favor of the bigger picture.
****
This writer argues this isn’t about Avengers:Endgame. It’s not even about Avatar. Endgame as a whole was just okay. It’s the final battle that’s amazing. As mentioned, Avatar’s draw and appeal were its technology and effects. Well, special effects have advanced since then. Just look at the Lion King. Avatar is more of a visual treat rather than a masterclass in storytelling.
This isn’t about either film, it’s about a $2.8B record set a decade ago vs the gamble Marvel took when they started this cinematic universe idea. An idea that could’ve fell flat like some many would-be franchises have done, are doing and will continue to do. Marvel took a chance, turning B-level heroes into household names. They created a winning formula and global brand audiences trust. Breaking this record is their reward and fans’ everywhere way of saying thank you.
IN CLOSING
Detractors and everyone else hoping Endgame came up short seem to have placed that hope in Avatar 2 now. As if that film will gross more than Titanic, Avatar 1 and Endgame. Unlikely.
First, once again, Avatar’s appeal was its technology. Technology that has evolved since then. See, also “again”, the Lion King. Audiences have seen remarkable leaps and bounds in visual effects such as the Planet of the Apes trilogy. Ironically, Avatar deserves some thanks for this.
Second, studios aren’t afraid to release big films in that January and February window. So, even if Avatar 2 did open mid December, it would likely face a level of competition the first film didn’t.
Third, and most important, so what if Avatar 2 tops Endgame? Disney would pocket every penny of it.
How do you feel about Avengers: Endgame finally taking the all time worldwide top spot? Sound off below and, as always, thanks for reading!